Roast Brief profiles SuperBloom’s campaign for Marriott Bonvoy

Marriott Bonvoy Inspires Travelers to Discover the Unexpected as They Roam Around the World  SuperBloom House, has partnered with Marriott…

Roast Brief profiles SuperBloom’s campaign for Marriott Bonvoy

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Marriott Bonvoy Inspires Travelers to Discover the Unexpected as They Roam Around the World

 SuperBloom House, has partnered with Marriott Bonvoy to create its latest campaign, “Roam Around the World.” Marriott Bonvoy was looking for a fresh approach to connect with a new audience and landed on a creator-led, social-first global campaign that taps into social media and social behaviors as the driving force behind the creative idea.

As travelers set out into the world, Marriott Bonvoy – Marriott International’s extraordinary portfolio of 30 hotel brands, award-winning travel program, and endless experiences – is igniting a penchant for embracing the unexpected with experiences that aim to surprise and delight. The campaign’s call to action, “Where can we take you?” serves as an invitation, encouraging travelers to create stories of their own unexpected journeys, inspiring more user-generated content, social sharing, and creative collaborations with Marriott Bonvoy. 

You can view the campaign films here and here

“Coming out of a global pandemic, the next generation of travelers are hungry for experiences that celebrate their own, unique ‘main character energy’,” said Briony McCarthy, founding partner of SuperBloom House. “Leaning into individualism and representation, this ‘main character energy’ became the cultural insight that fueled the creative, real-life casting, channels and context for this campaign, both in front of and behind the camera.”

To create the campaign, Marriott Bonvoy and SuperBloom supported emerging behind-the-scenes creative talent, representative of the target audience. Accessing the SuperBloom House community of creators, they partnered with non-traditional creative talent and emerging directors born of social, travel photography, documentary,  entertainment, fashion and music cultures to push the boundaries of what is typical in this space. 

The creative treatment embodied the language and communications of creators, playing into the ways they create content for their own channels, such as transitions, swipes, and carousels. Film capture and editing techniques typically only seen in social media are imitated in the broadcast films, allowing for a cohesive experience for viewers across platforms and a distinctive style for Marriott Bonvoy.

The campaign has a clear nod to nostalgia. SuperBloom created a sensory world for the brand, including an adapted mnemonic, a branded and visual font and design system, ASMR and audio experiences. Music is a core part of the original concept, too. Through a collaboration with audio network, Squeak-E-Clean Studios, the campaign features four unique versions of the iconic B52’s song “Roam.” The track was reimagined for each of the individual Marriott Bonvoy brands featured, to help illustrate the personality of each hotel and the experiences that take place there. 

“The Marriott Bonvoy portfolio has set out to be a catalyst for enrichment and to open travelers up to new opportunities. Each of our brands has an unmistakable point of view, and with 30 brands and a global footprint, there’s an experience for every mood, motivation, and moment,” said Brian Povinelli, SVP and Global Head of Marketing and Brand, Marriott International. “There are endless ways you can experience the world through Marriott Bonvoy, and we continue to introduce new offerings and programs to make it possible for travelers to roam farther.”

The campaign will run across national broadcast channels, paid and owned social media on TikTok, Instagram, Facebook, in-flight entertainment, and NBA playoffs.